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Incumbent media strategies in Asia-Pacific
Market Report, May 2007, 600  €


Description

Asia-Pacific incumbents are developing new media strategies.
This has placed new demands on these operators, such as content acquisition and content management, media marketing and even content production.
In this report, we examine how some incumbents in the region are managing these challenges.


Sommaire
 
Table of contents

Key messages

The role of media in incumbent telco strategy

There is no alternative for incumbents
Current strategies

Strategic options

Production crew
Supporting cast
Leading star
Operator positioning

Marketing and branding

Telstra
PCCW
Telecom New Zealand

Consumer and business markets

Structure and staffing

Telstra
PCCW
Telecom New Zealand

Prospects for success
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